Australian publishing company EMap Australia has formed an alliance with online commerce and media company Yahoo! Australia & NZ to deliver a national marketing program and enable both companies to expand their reach.
The relationship between the two independent media companies will see Emap’s magazine content and offline marketing capabilities working in conjunction with Yahoo!’s online marketing and technological strengths to develop the two companies’ existing product offerings for both existing and new audiences.
According to EMap managing director Philip Thomas, magazines published by the company have a combined readership of 2.6 million with an increase of 26 per cent each year.
“We reach 97 percent of new Australian mothers through our Bounty Sampling operation, dominate the action sports magazine markets and have the fastest growing magazine in the country in FHM which recently audited at over 100,000 copies per month,” Mr Thomas said.
One of the first initiatives in the newly formed alliance has been the integration of Tracks content into Yahoo! Australia & NZ Sport, as well as the development of an official online club for surfing devotees, a schedule of online chats with surfing stars and an online/offline promotion being run across EMAP magazines and the Yahoo! Network that invites people to contribute to a dictionary of modern surfing slang.
“This relationship brings great value to both Emap and Yahoo!,” said Yahoo! Australia & NZ commercial director Nic Jones. “Emap is providing us with a program that maximises the strengths of their diverse print media resources; while we can provide them with innovative and interactive online marketing programs.”